期刊論文| 1. | Okazaki, S.(2005)。Mobile advertising adoption by multinationals: Senior executives initial responses。Internet Research，15(2)，160-180。   |
| 2. | Okazaki, S.、Katsukura, A.、Nishiyama, M.(2007)。How mobile advertising works: The role of trust in improving attitudes and recall。Journal of Advertising Research，47(2)，165。 |
| 3. | Aaker, D. A.、Bruzzone, D. E.(1985)。Causes of Irritation in Advertising。The Journal of Marketing，49(2)，47-57。 |
| 4. | Brackett, Lana K.、Carr, Benjamin N.(2001)。Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes。Journal of Advertising Research，41(5)，23-32。 |
| 5. | Gao, Qin、Rau, Pei-Luen Patrick、Salvendy, Gavriel(2010)。Measuring perceived interactivity of mobile advertisements。Behaviour & Information Technology，29(1)，35-44。 |
| 6. | Murphy, J.(1999)。Surfers and Searchers An Examination of Web-site Visitors' Clicking Behavior。Cornell Hotel and Restaurant Administration Quarterly，40(2)，84-95。 |
| 7. | Ono, Akinori、Nakamura, Azusa、Okuno, Ayako、Sumikawa, Masayoshi(2012)。Consumer motivations in browsing online stores with mobile devices。International Journal of Electronic Commerce，16(4)，153-178。 |
| 8. | Rafaeli, S.(1988)。Interactivity: From new media to communication。Sage annual review of communication research: Advancing communication science，18(CA)，110-134。 |
| 9. | Rowley, I.(2002)。Windows shopping and browsing opportunities in cyberspace。Journal of Consumer Behaviour，1(4)，369-378。 |
| 10. | Aitken, Robert、Gray, Brendan、Lawson, Robert(2008)。Advertising Effectiveness from a Consumer Perspective。International Journal of Advertising，27(2)，279-297。 |
| 11. | Ducoffe, Robert H.(1995)。How consumers assess the value of advertising。Journal of Current Issues and Research in Advertising，17(1)，1-18。 |
| 12. | Houston, F. S.、Gassenheimer, J. B.(1987)。Marketing and Exchange。Journal of Marketing，51(4)，3-18。 |
| 13. | Blattberg, R. C.、Deighton, J.(19911015)。Interactive marketing: Exploiting the age of addressability。Sloan Management Review，33(1)，5-14。 |
| 14. | Balasubramanian, S.、Peterson, R. A.、Jarvenpaa, S. L.(2002)。Exploring the implications of m-commerce for markets and marketing。Journal of the Academy of Marketing Science，30(4)，348-361。 |
| 15. | Ghose, S.、Dou, W. Y.(1998)。Interactive functions and their impacts on the appeal of internet presences sites。Journal of Advertising Research，38(2)，29-43。 |
| 16. | Stewart, David W.、Pavlou, Paul A.(2002)。From consumer response to active consumer: Measuring the effectiveness of interactive media。Journal of the Academy of Marketing Science，30(4)，376-396。 |
| 17. | Eighmey, J.、McCord, L.(1998)。Adding Value in the Information Age: Uses and Gratifications of Sites on the World Wide Web。Journal of Business Research，41(3)，187-194。 |
| 18. | Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research，36(5)，21-35。 |
| 19. | MacKenzie, Scott B.、Lutz, Richard J.(1989)。An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context。Journal of Marketing，53(2)，48-65。 |
| 20. | Pavlou, Paul A.、Fygenson, Mendel(2006)。Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior。MIS Quarterly，30(1)，115-143。 |
| 21. | Hoffman, Donna L.、Novak, Thomas P.(1996)。Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations。Journal of Marketing，60(3)，50-68。 |
| 22. | Steuer, Jonathan S.(1992)。Defining Virtual Reality: Dimensions Determining Telepresence。Journal of Communication，42(4)，73-93。 |